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Volume 25 No. 29
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Toyota Has Plenty Of Perks Ready For Richmond Cup Weekend

Toyota this weekend will cap off one of its most extensive activations around its Monster Energy NASCAR Cup Series race entitlement at Richmond Raceway. The automaker is title sponsor of the Toyota Owners 400 through ’25 after the deal started in ‘13. Toyota named the race “Toyota Owners” because it uses the entitlement and subsequent assets to try to reward its car owners, and Senior Manager of Motorsports Marketing Paul Doleshal said that Toyota this year decided to go all out with the effort. On top of several exclusive offers and areas for Toyota owners at the track this weekend, the effort also has included new activations away from the track. That includes sending VIP packages to 175 car owners that included $40 for concessions that can be spent at ISC venues, giving out free car washes and gas-tank fill-ups to Toyota car owners around Richmond and a special go-kart outing where there were free tickets to this weekend’s races on offer.

AT-TRACK PERKS: Incentives at the track for Toyota, Lexus or Scion owners include special hot lanes to get into the venue, VIP parking for 200 cars, special hospitality areas like the Toyota Owners Hub with free food and beverage and courtesy tire inspections while cars are parked. Toyota also moved its Thrill Ride experience, where fans can go a on test ride on a closed course, closer to its main hub this year. About 3,000 Toyota owners will receive a free lanyard at the race that highlights their potential perks, including 50% off merchandise at Toyota outfitters, express entry at the Thrill Ride experience, admission to the drivers’ meeting and free 16-ounce peanuts in a Toyota Owners cup with a purchase of another item at concession stands. Local Toyota dealers also chose some of their best customers who will be given the opportunity to serve in roles like the grand marshal or waving the green flag to start the race on the flagstand. Doleshal said that Toyota will host about 100 people at track this weekend. MKTG is Toyota’s motorsports agency, while Golin handles Toyota’s communications and PR in motorsports.